In our most recent tests, we found great improvement in the quality and timeliness of responses to Web-based queries. However, we found that the “look and feel” of email responses left a lot to be desired. The typical bank response was a few lines of text and perhaps a link or two to general information. And because of poor choices in the FROM and SUBJECT fields, the responses looked spam like and easily overlooked.

Compare those bank messages to email responses from leading Web-based retailers and service providers such as GoDaddy, an Internet domain name registrar (screenshot below). Most savvy retailers use graphically appealing HTML messages to get their point across effectively, and when appropriate, up-sell the user on a solution that solves their problem. In the GoDaddy example below, I asked a question about website capabilities and received an excellent response along with an appropriate upsell into their $3.95/mo hosting option (see note point 4 on the screenshot below).

GoDaddy knows shows their savvy in responding to customer service inquiries. Not only is it good looking and answers my question, it arrived eight minutes after the question was submitted, beating by three minutes the expected call center hold time listed on the website. That’s how to deliver e-service, faster than alternative channels. The email response grabs your attention with a well-designed layout including the following (see corresponding numbers above):

1.      Answer to my question (at the top)

2.      A real person responding to the question

3.      Link to a privacy policy                                                                                                                  

4.      Banner to select the service upgrade about which I had inquired

5.      Phone numbers for customer support

6.      Repeat of my original question (not visible on the screenshot)          

My only major complaint with GoDaddy’s message is that it fails to identify itself in either the email From field (it used “Support”) or the Subject field (it used: “Other: One page website incident 040506-001360”). 

Bank Examples

In comparison, the typical bank response is delivered in plain text with few helpful links. Following are examples of banks responses to a general non-customer query via their websites.  

The question posed: Do you offer overdraft protection that does not charge for each advance?

Email response from Chase to a question about whether they offered no-fee overdraft protection: The speedy response, 41 minutes, answered the question correctly and concisely and provided a phone number for more information. However, there were no links in case I wanted to sign right up for the account I asked about. Score: A for service, D for sales. (09 Apr 2004)